To the text

Better work, information as desired: We give you information that you really need and are committed to a sustainable working environment. With our unique on-demand publishing concept we offer Books, Magazine as well as eCourses and have more than 20 years of experience in corporate publishing - customers et al Samsung, Otto, government institutions, partners Federal Ministry of Education. Publisher Simone Janson one of the 10 most important German bloggers, referenced in ARD, FAZ, ZEIT, WELT, Wikipedia.

Disclosure & Image Rights: Image material created by Verlag Best of HR - Berufebilder.de®. 


Here writes for you: Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.

  • Positive energy {+ add-on as desired}
  • Use the power of desires {+ add-on as desired}
  • Easier Easier Better Living & Working {+ add-on as desired}
  • Dealing with loss of control {+ add-on as desired}
  • Profiling & body language at work {+ add-on as desired}
  • Success in sales and work through good texts {+ add-on as desired}
  • First time boss! {+ add-on as desired}
  • Success by recommendation {+ add-on as desired}
  • The pineapple strategy - networking for every type {+ add-on as desired}
  • Give right instead of taking {+ add-on as desired}
  • Get out of the hamster wheel {+ add-on as desired}
  • Become & stay boss {+ add-on as desired}
  • Appreciation {+ add-on as desired}
  • Recruiting knowledge for job seekers {+ add-on as desired}
  • Learn magic in everyday life {+ add-on as desired}
  • Truth Freestyle. Live & work confidently between adjustment & freedom {+add-on as desired}
  • Think the world is beautiful & blame the others {+ add-on as desired}
  • Sexy! Popular with charisma {+ add-on as desired}
  • Overnight success {+ add-on as desired}
  • Manipulation Techniques - Psychology of Persuasion {+ add-on as desired}

Customer loyalty as a marketing strategy: Only those who are happy, paid!

So far 5312 readers, 1095 social media shares Likes & Reviews (5 / 5) • Read & write comments

Only happy customers are good customers - and bring corresponding sales. This ancient wisdom seems many About still have not understood when looking at their marketing activities. But how are things getting better?

Best of HR – Berufebilder.de®

Happy customers: how are customers satisfied?

Only happy customers bring corresponding sales. If customers are happy, then they also like to pay and even send a small Christmas gifts during the Christmas time as in the picture mine Customer Solocom, in which I would like to thank in this way for the excellent cooperation and the nice pre-Christmas present.

But how do you make customers happy? By offering them added value, namely what they want, at a price they are prepared to pay for and are therefore satisfied. It can be really easy.

Customer loyalty - better not!

Unfortunately, many companies don't heed this simple rule. Instead, they operate with all sorts of marketing tricks and strategies. For example, calling address lists from the Chamber of Commerce for advertising purposes. It's just not a good marketing strategy. It may also fall under unfair advertising.

When I checked the box at the Chamber of Commerce and Industry for “We may pass on your information for initiating business”, I had no idea what I was trying to do. Exactly: advertising! Because in fact every other member of the Chamber of Commerce and Industry can now request my company name and my contact details as well as my field of activity if they want to initiate business.

Bad advertising: standard slogans, wanted over-friendly

A Bonn publishing house, which is notorious for such marketing actions, apparently wanted that: I met their business attempt in the form of a telephone call. Wanted overfriendly penetrated me by heart the learned little proverbs of the too nice lady in the sales department in the ear.

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse Download. Actions or news via Newsletter!

What I really hate about such calls: the disguise tactic, which shouldn't let the called customer notice that something should be gossiped on him. Why not, someone would like to send me something and I would then have the opportunity to continue to buy it ... blbl blue ... the lady happily reeled off her speech. So it took five minutes before I realized that I was going to be turned on.

If the audience matching is wrong

But the reason for this was also that, with the best will in the world, I would not have guessed what kind of product I would get sell wanted: A self-employed letter, apparently a monthly publication for start-ups. The lady came to this conclusion herself when I revealed to her that I had written several books on this subject.

"Oh" she stammered apologetically, apparently completely out of step. "Then you probably don't need that ..." "No" I said kindly and hung up.

At least she immediately understood that it was really embarrassing. It doesn't do much Senseto simply call through an address list. And it doesn't exactly testify to good customer service if I don't inform myself a bit about the potential customers - after all, what is Google for?

Trends and developments in marketing

After all, if you're looking for a job, you should not go into the job interview unprepared or send standard applications. In addition, one inevitably asks oneself: what is in the publications, if the marketing strategy of the company is so? Also just crap?

In the age of communeties, social marketing, viral marketing and artificial intelligence, this scam is more than ancient. Because the new developments have some unpleasant side effects. One of them has already happened: traditional marketing is more and more on the decline.

Revolution in the minds of customers

Because digitization has sparked a revolution in the minds of potential buyers in terms of marketing: buyers have emancipated themselves. They have networked and are thus increasingly independent of the advertising machinery of the seller.

After all, if you want to buy something, you no longer just have to rely on advertising or perhaps wait for the next product test by Stiftung Warentest. No, if you want to buy something, look in the Web in the numerous product test forums or on relevant blogs in the opinion of other users or makes his own opinion known to others.

Marketeers: have patience, build trust!

So what do marketing companies have to do if they want to use this development for their own purposes? First of all: be patient. Do not spam customers indiscriminately with advertising using the watering can principle. Because the laws of digital Communication cannot be applied in a vague manner and certainly cannot be transferred to everyone and every situation.

And then: marketing in moderation. First analyze the target group, then spread the marketing message accordingly. And always keep in mind: Good advertising works above all through trust. And how to win this is shown by the following example:

Being nice to customers pays off

Some time ago I got per eMail an apology from a mail-order company where I had ordered something some time ago. In the end, I almost ordered something: Because the ostensible apology was just a perfectly camouflaged marketing message.

The eMail was simply provided with "apology" in the subject. "Yeah, why?" I thought and clicked on it. Then I read:

Hello, due to a technical problem, yesterday it was not possible for every customer to order from ... without any problems. For this reason, and for the inconvenience caused to you, I would first like to apologize to you. Since your satisfaction is most important to me, today I have a very special offer for you as a small compensation: Articles XY for only 7,79 EUR without shipping costs instead of the usual 13,90 EUR. Order article XY now - only valid for 3 days. I hope that I can continue to convince you as a loyal customer of our advantages ...

Just a click - and what happens then?

What should I say: I was about to press order button. Then the red warning lamp in my head lit up: Attention, advertising, spam, you do not need the article. Of course, a glance at said website shows: There are always such special offers. Nothing special, then.

It has been scientifically proven that customers are more likely to use the word discount. And this is exactly the effect that was felt here. Whereas the "nice" apology made me die eMail read through to the end and not like the many spam advertisingeMails, leave unopened in the junk folder disappear.

What Marketeers Can Learn

With nice being, you keep on getting Best of HR – Berufebilder.de®Author Michael Moeslang wrote, meaning that executives should be nice to their employees. But this theme also applies right here. One apologizes first to the customer, who actually had no damage, and thus creates the feeling of trust.

Then comes the perfectly camouflaged marketing message. Customers, be careful!

But, dear Marketeers, who are trying to convince customers with aggressive methods, you should cut a slice of it. Because being nice and building trust will pay off. Always.


Buy text as PDF

Acquire this text as a PDF (only for own use without passing it on according to TERMS & CONDITIONS): Please send us an eMail with the desired title to support [at] berufebilder.de, we will then send the PDF to you immediately. You can also purchase text series.

3,99Book now

Find out more - our books on the subject

Or for a little more directly buy a whole book or eCourse on this topic, read on. Here you will find a suitable selection.

Buy eCourse on Demand

Up to 30 lessons with 4 learning tasks each + final lesson as a PDF download. Please send us an eMail with the desired title to support [at] berufebilder.de. Alternatively, we would be happy to put your course together for you or offer you a personal, regular one eMail-Course - all further information!

19,99Book now

  • book review
    book review
    book review
    book review
    book review
  • book review
    book review
    book review
    book review
    book review
  • book review
    book review
    book review
    book review
    book review
  • book review
    book review
    book review
    book review
    book review

4 Responses to "Customer loyalty as a marketing strategy: Only those who are happy pay!"

  1. Hurray, finally a post that gives me exactly the information I'm looking for. Thanks a lot for this!

  2. Unfortunately, a hubris and arrogance has established itself in many companies, especially in large corporations, where I actually wonder whether they are really looking for the customers they claim, or just someone who consumes. That's about the opposite of customer loyalty!

  3. Under “being nice” it is more likely “It's worth kidding your customers”. You can't seriously recommend that someone emulate.

    The more advertisements someone sends me, the more unsympathetic they become to me. Suppliers I can address when I need them are my favorite. Once a year for an occasion, a reminder “hello, we're still here” is something you put up with.

    But if this is based on a one-time purchase before 10 years (something I really have), then it just annoying, and then the receiver pushes sometime on the spam button.
    And if many do, then the sender of the supplier comes straight to the blacklist of preset spam filters, the major e-mail providers.

    1. Thanks for the constructive reference to the eMail-Providern.

Post a Comment

Your email address will not be published.

Ja, I would like to be informed about the latest promotions and offers via Newsletter be informed.

I hereby accept the Debate Rules and the Privacy policy with the possibility to contradict the use of my data at any time.

EnglishDeutsch